Black Angels in Flight is a Los Angeles–based clothing brand with a strong identity rooted in movement, independence, and cultural expression. While the product carried a distinct point of view, the existing website didn’t fully reflect the brand’s energy or offer a memorable shopping experience. The goal of the redesign was to elevate the digital storefront into something that felt unmistakably Black Angels in Flight — not just another apparel site.
The brand name itself suggests movement, transition, and departure—ideas closely associated with travel and flight. Rather than referencing aviation aesthetically, we focused on how air travel is structured and experienced. Airline boarding passes became a key reference point. This logic offered a way to introduce a distinctive system without confusing users.
The challenge was not usability or conversion alone, but differentiation. In a landscape where most fashion e-commerce sites rely on similar layouts and visual conventions, Black Angels in Flight needed a shopping experience that felt intentional, symbolic, and aligned with the brand’s name and ethos—without sacrificing clarity or functionality.
The shopping flow mirrors the logic of travel: browsing as exploration, product pages as checkpoints, and checkout as departure. Despite the unconventional layout inspiration, usability remains intact — the structure guides users naturally through the experience rather than distracting from it. The result is a site that feels designed, not a template
The redesigned website gives Black Angels in Flight a digital presence that feels as intentional as the brand itself. By grounding the experience in a universally understood system, the site stands apart visually while remaining accessible and functional. This project demonstrates how strong conceptual frameworks can elevate commerce without complicating it.
The brand name itself suggests movement, transition, and departure—ideas closely associated with travel and flight. Rather than referencing aviation aesthetically, we focused on how air travel is structured and experienced. Airline boarding passes became a key reference point. This logic offered a way to introduce a distinctive system without confusing users.
The challenge was not usability or conversion alone, but differentiation. In a landscape where most fashion e-commerce sites rely on similar layouts and visual conventions, Black Angels in Flight needed a shopping experience that felt intentional, symbolic, and aligned with the brand’s name and ethos—without sacrificing clarity or functionality.
The shopping flow mirrors the logic of travel: browsing as exploration, product pages as checkpoints, and checkout as departure. Despite the unconventional layout inspiration, usability remains intact — the structure guides users naturally through the experience rather than distracting from it. The result is a site that feels designed, not a template
The redesigned website gives Black Angels in Flight a digital presence that feels as intentional as the brand itself. By grounding the experience in a universally understood system, the site stands apart visually while remaining accessible and functional. This project demonstrates how strong conceptual frameworks can elevate commerce without complicating it.
